You only need to read articles here, here, here and here to confirm Swedish fast fashion retailer H&M does not have a reputation for being an ethically sound fashion outlet. Is this set to change with H&M's new Conscious Collection launching in April this year?
"The collection, which is for men and children is made from environmentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester."
"H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping."
“It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics,” says Ann-Sofie Johansson, H&M Head of design. “Shades of white are the season’s biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.”
*Quotes from H&M Conscious Collection press release
Recent Academy Award winner Natalie Portman wears a £29.95 dress from H&M Conscious Collection range to Vanity Fair's Campaign Hollywood event last month. Natalie chose a pure white smock dress with lace-sleeves, made from 100% recycled polyester.
I am sure this Portman-endorsed smock will be a sell out when it hits H&M stores when The Conscious Collection launches come 14th April, but what are your thoughts readers? Does H&M's new sustainable outlook take away the guilt of buying new fashion from one of the worlds largest growing clothing retailers, and pioneer of fast fashion?